Market & Competitive Space
-
Upload
benny-herlambang -
Category
Education
-
view
402 -
download
40
Transcript of Market & Competitive Space
![Page 1: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/1.jpg)
Market & Competitive SpacePasar & Ruang Kompetitif
Classified - Highly Confidential
![Page 2: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/2.jpg)
PASAR & STRATEGI
Tantangan:Pasar semakin kompleks , bergolak , dan
saling terkait .
Pentingnya pandangan luas dari pasar .
Penting untuk mengembangkan visitentang bagaimana pasar kemungkinanakan berubah di masa depan .
2Classified - Highly Confidential
![Page 3: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/3.jpg)
PASAR & STRATEGI
Pemantauan berkelanjutan diperlukan
untuk :Mencari peluang menjanjikan
Mengidentifikasi pergeseran kebutuhan
Memahami posisi pesaing
Panduan dalam memutuskan targeting & positioning
3Classified - Highly Confidential
![Page 4: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/4.jpg)
PELUANG DI LUAR COMPETITIVE BOX
4Classified - Highly Confidential
The Competitive Box
Traditional CompetitorsNew Types of
CompetitionNew Business
Models
New Customers New CustomersConventional Value
Propositions
Existing Customer
Base
New Customer
Base(s)
![Page 5: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/5.jpg)
SUSUNAN TANTANGAN
5Classified - Highly Confidential
Disruptive Innovation
Creating New Market Space
Fast Changing Markets
CommoditizationThreats
Drivers of Changes in Markets
![Page 6: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/6.jpg)
DAMPAK STRATEGI PASAR
6Classified - Highly Confidential
* Perubahan pasar seringmembutuhkan mengubahstrategi
* Paksaan perubahanmenciptakan peluang danancaman pasar
* Bahaya yang ada dalamkesalahan mengenali pasar
![Page 7: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/7.jpg)
DEFINISI DAN ANALISIS PRODUK – PASAR / MARKET PRODUCT
7Classified - Highly Confidential
Determine the Boundaries and Structure of the Product-Market
Form theProduct-Market
Describe and Analyze End-Users
Analyze Competition
ForecastMarket Size andRate of Change
![Page 8: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/8.jpg)
MENCOCOKAN KEBUTUHAN DENGAN MANFAAT PRODUK
8Classified - Highly Confidential
• Sebuah produk - pasar harusmenyesuaikan dengan kebutuhanorang dan memenuhi kebutuhanorang tersebut
“A product – market is the set of products judged to be substitutes within those usage situations in which similar patterns of benefits are sought by groups of customers.”
![Page 9: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/9.jpg)
STRUKTUR DAN BATASAN PRODUCT MARKET
9Classified - Highly Confidential
Menentukan Struktur Produk - Pasar
Mulailah dengan kebutuhan kepuasaansecara umum dengan mengkategorikanproduk yang menarik bagi manajemen
Mengidentifikasi produk kategori ( jenis) yang dapat memenuhi kebutuhan secaraumum
Bentuklah produk tertentu - pasar dalamproduk secara umum - pasar
![Page 10: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/10.jpg)
ILUSTRASI PRODUCT MARKET MAKANAN SIAP SAJI
10Classified - Highly Confidential
![Page 11: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/11.jpg)
PERKEMBANGAN KOMPLEKSITAS PASAR
11Classified - Highly Confidential
Tiga karakteristik pasar :
1. Fungsi atau penggunaan produk
2. Teknologi
3. Segmentasi pelanggan di pasar-produk
![Page 12: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/12.jpg)
ILUSTRASI STRUKTUR PRODUCT MARKET
12Classified - Highly Confidential
![Page 13: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/13.jpg)
DEFINISI & ANALISIS PASAR
13Classified - Highly Confidential
![Page 14: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/14.jpg)
IDENTIFIKASI DAN MENDESKRIPSIKAN PENGGUNA AKHIR
14Classified - Highly Confidential
Karakteristik pembeli pasar:
Jumlah keluarga, usia, pendapatan, lokasigeografis, jenis kelamin, pekerjaan
Faktor organisasi pasar:
Tipe industri
Ukuran perusahaan
Lokasi
Tipe produk
![Page 15: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/15.jpg)
BAGAIMANA PEMBELI MEMBUAT KEPUTUSAN
15Classified - Highly Confidential
Proses keputusan pembelian:
Pengenalan kebutuhan
Pencarian informasi
Evaluasi alternatif yang ditemukan
Keputusan membeli
Perilaku setelah pembelian
![Page 16: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/16.jpg)
PENGARUH LINGKUNGAN
16Classified - Highly Confidential
Faktor external terhadap keputusanpembelian:
Pemerintahan
Kondisi sosial
Kondisi ekonomi
Teknologi
dll
![Page 17: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/17.jpg)
MEMBANGUN PROFIL PELANGGAN
17Classified - Highly Confidential
Dimulai dari produk pasar yang umum
Berlanjut ke tipe produk dan variannya >> menjadi lebih spesifik
Profil pelanggan membantu dalamkeputusan pelanggan (contoh; targeting, positioning, market segmentation dll.)
![Page 18: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/18.jpg)
MENGANALISA KOMPETISI
18Classified - Highly Confidential
1. Define the Competitive
Arena for the Generic,
Specific, and Variant
Product Markets
2. Identify
and
Describe
Key
Competitors
4. Identify
and
Evaluate
Potential
Competitors
3. Evaluate
Key Competitors
PRODUCT-
MARKET
STRUCTURE
AND
MARKET
SEGMENTS
![Page 19: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/19.jpg)
CONTOH LEVEL KOMPETISI
19Classified - Highly Confidential
![Page 20: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/20.jpg)
ANALISA INDUSTRI
20Classified - Highly Confidential
Ukuran industri, pertumbuhan dankomposisi
Praktek pemasaran yang umum
Perubahan industri yang diharapkan
Kekuatan dan kelemahan
Kerja sama di antara kompetitor
![Page 21: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/21.jpg)
STRUKTUR INDUSTRI
21Classified - Highly Confidential
KONSUMEN
PENGECER
DISTRIBUTOR
PRODUSEN
SUPPLIER
![Page 22: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/22.jpg)
ANALISA PESAING UTAMA
22Classified - Highly Confidential
Cakupan bisnis
Kemampuan, pengalaman dan kelemahanmanajemen
Posisi pasar dan trend
Target pasar dan basis pelanggan
Strategi positioning / pemasaran
Kemampuan keuangan, teknis danoperasional
Keunggulan utama
![Page 23: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/23.jpg)
ESTIMASI UKURAN PASAR
23Classified - Highly Confidential
Contoh estimasi cakupan pasar:
![Page 24: Market & Competitive Space](https://reader031.fdokumen.com/reader031/viewer/2022012302/55a5af391a28abd2578b45eb/html5/thumbnails/24.jpg)
MENGEMBANGKAN VISI STRATEGIS TENTANG MASA DEPAN
24Classified - Highly Confidential
Kaburnya batasan industri
Pergantian ‘pemain’ dan strukturkompetisi
Jalur perpindahan nilai
Persaingan produk dan desain bisnis
Kerjasama pelaku pasar untukmempengaruhi standar industri